Daily TikTok users also have a more favorable opinion of most of the major leagues than the general population, according to Morning Consult data. More than half of the app’s daily users (57%) said they have a favorable opinion of the NBA, compared with 43% of all adults — the largest gap among the leagues. MLS came in second with a 10-point gap.
The NBA’s success with TikTok is not surprising, as the prescient basketball league was quick to sign a partnership in 2018 to deliver custom highlights to fans around the world via the burgeoning app. Today, the NBA has 20.5 million followers on TikTok, compared with 12.1 million for the NFL and 6.9 million for MLB.
The data makes it clear that sports leagues should experiment and try new approaches for producing content on TikTok in pursuit of virality, while pointing these engaged consumers toward their online shops, given daily TikTok users’ heightened levels of purchase consideration toward the leagues. For example, the NBA’s 10-second clip of Miami Heat star Jimmy Butler’s latest hairstyle has nearly 7.5 million views and over 10,000 comments on TikTok. A link to the Heat’s online shop with the post, pointing fans toward Butler’s jersey, would have likely benefited the team’s bottom line.
Another route is the platform’s recent foray into live e-commerce. Launched last month, TikTok Shop allows users to find and buy products seen in videos on the app, and could emerge as a handy tool for leagues, athletes and brands to point fans toward new products.
How other leagues can make strides on TikTok
While the NBA leads the pack among regular TikTok users, other leagues are actively working to catch up.
MLB, the only major league whose favorability underindexed among daily TikTok users when compared with the general population, has turned popular TikTok creators into league ambassadors via a partnership signed in 2021. MLS, meanwhile, signed a multiyear deal with TikTok in March that includes the formation of the Club Creator Network, a program that will connect creators and influencers with MLS clubs to produce exclusive content.
As more than 3 in 5 Gen Z adults report using TikTok each day, MLB has an opportunity to reach young potential fans about recent rule changes it has made to address criticism that America’s pastime is too slow or lacks action. Hence, it’s easy to picture a lighthearted TikTok clip that further explains the reasoning behind the new pitch clock and why it’s designed to improve the viewing experience. A well-executed video could go a long way in turning some disinterested or casual observers into dedicated fans.
